How Performance Marketing Boosted Fan Engagement for a Football Club

In today’s fast-paced digital world, even football clubs can’t just rely on match day magic to win over fans. With so much competition for attention online, engaging your audience means going beyond the traditional game-day poster or halftime cheer. One football club found the answer in an unlikely hero — performance marketing.

But what exactly is performance marketing? How can a strategy that’s often used by eCommerce brands or tech startups help a football club win over hearts and screens? Let’s take a closer look.

What is Performance Marketing?

Before diving into the case study, let’s tackle the basics. You might be wondering, „Isn’t all marketing about performance?“ Good question! But performance marketing is a bit different from your traditional campaigns.

In simple terms, performance marketing is driven by results. This means companies only pay for specific actions — like clicks, sales, sign-ups, or downloads — rather than hoping an ad builds brand awareness.

That’s what makes it a win-win. You’re not just guessing whether your money is well spent — you only pay when the strategy works.

For football clubs, that could mean:

• More ticket sales
• Increased merchandise purchases
• Greater social media engagement
• More app downloads or email signups

Performance marketing doesn’t just boost brand awareness. It gives you real, measurable outcomes — the kind that makes a real impact on the club’s growth and community connections.

Meet the Challenge: Boosting Fan Engagement

In the case of this football club (which we’ll keep anonymous due to a confidentiality agreement), the challenge was straightforward — but not simple.

They had a loyal fan base… but one that was starting to drift online. Younger supporters were shifting towards TikTok, digital highlights, and on-demand sports. The club needed a way to reconnect, energize their fan base, and bring people back into the fold.

They wanted:

• More ticket sales, especially for home games
• Stronger online presence, particularly on social media
• Targeted engagement with both young fans and long-time supporters

But throwing money at random social posts and local flyers just wasn’t cutting it anymore.

The Game Plan: Putting Performance Marketing into Play

That’s where we at Likes and Rankings stepped in. Our goal? Turn data-driven strategies into real-time results — and use performance marketing to drive fan interaction, loyalty, and conversion.

Here’s how we built their digital playbook:

1. Audience Analysis: Knowing the Fans

First thing’s first — we had to truly understand who the fans were.

We dug deep into:

• Demographics – Age, gender, location, lifestyle
• Behaviors – How they interacted with club content online
• Preferences – Which players, merchandise, and digital content they liked most

This analysis helped us create fan segments — young TikTok-loving fans, the dedicated weekend game-goers, and the merchandise-happy families. Tailoring the message became much easier from there.

2. Multi-Channel Strategy

You can’t just shout into the void and hope the right people hear you.

So, we designed targeted campaigns through the most effective platforms:

• Facebook & Instagram Ads – Great for telling stories and reaching older fans
• Google Ads – Perfect for ticket sales and event-driven intent
• TikTok Creatives – To connect with young, snackable content consumers
• YouTube Pre-Roll – For engaging video content showcasing match highlights and behind-the-scenes access

Each platform had a tailored approach — the language, visuals, and CTAs changed based on audience insights.

3. Performance-Based Goals

We set clear conversion markers:

• Click-through rates on ads
• Ticket sales per channel
• Growth in email subscribers and fan app downloads
• Increased merchandise sales via retargeting

We didn’t just want interest — we wanted action. And we tracked every click, scroll, and sign-up to optimize along the way.

4. Constant Optimization

Here’s something that gets forgotten in many campaigns — you can’t “set it and forget it.” That’s why we constantly tested different variables, such as:

• Ad copy – What wording sparked the most interest?
• Visual content – Did fans engage more with matchday reels or player behind-the-scenes?
• Landing page layout – What CTA drove the most conversions?

This testing approach ensured every penny went to the best-performing outcomes. No waste, all results.

The Results: Game-Changing Impact

Now, let’s talk numbers — because in performance marketing, results do the talking.

In just six months, here’s what we achieved:

• 43% increase in online ticket sales for home matches
• 5x return on ad spend (yes, FIVE times the investment)
• 3,000+ new email subscribers joining the fan newsletter
• 127% boost in Instagram engagement — likes, comments, and shares
• 20% increase in merchandise sales through digital retargeting ads

A true digital transformation — and not just in vanity metrics. This strategy helped turn passive followers into active community members.

Key Lessons: What Your Club (or Brand) Can Learn

So what made this campaign such a success — and how can you apply it to your own brand, football-related or not?

1. Data Beats Guesswork

You’re not in the dark with performance marketing. Every click tells a story. Every conversion reveals what works — and what doesn’t.

2. Know Your Audience Like You Know Your Team

Creating one-size-fits-all ads is like using the same formation against every team — you’ll lose most matches. Know your fans, speak their language, and reach them where they already are online.

3. A/B Testing is Your Training Ground

Just like training sessions prepare players for match day, testing different ads prepares your campaigns for maximum impact. Never stop optimizing.

4. Don’t Just Advertise — Tell Stories

People don’t remember sales pitches. They remember moments. Whether it’s a last-minute goal or a heartfelt interview with the coach, use emotional connections to drive action.

Want the Same Results for Your Club or Organization?

If you’re ready to stop guessing and start growing your audience the smart, scalable way — we’re here to help.

At Likes and Rankings, we specialize in performance marketing that gets real-world results for sports teams, brands, and businesses of all sizes.

Ready to score big with your next campaign?

Let’s Build Your Winning Strategy

Final Thoughts

Performance marketing isn’t a new trend — it’s a game-changer for any organization that wants to connect, convert, and grow in the digital age.

This football club saw massive returns by shifting their mindset — from old-school reactions to data-led and action-driven tactics.

Whether you’re a football club, a charity, a startup, or a legacy brand, you can take these same steps and win more than just clicks. You can build deeper connections, stronger communities, and ultimately, more loyal supporters.

The digital game has changed. Don’t let your marketing play catch-up.

Explore Our Performance Marketing Services

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